I had just become a fan of the Arsenal Football Club when Nigeria won the 1996 Olympics football Gold medal. As fate would have it, my favorite Nigerian player from the Olympics winning team, Nwankwo Kanu, joined Arsenal FC in 1999 to cement Arsenal’s position in my heart and my life. Since then, I have been a gooner through all the ups and downs. I particularly get nostalgic about the 49 games unbeaten run in 2013-2014, but I have also never recovered from Manchester humiliating us 8-2 in 2011.
When the Wenger era came to a long winding end, Mr. Unai Emery took the reign at Arsenal but his voyage ended abruptly 18 months later. When Mikel Arteta became the Arsenal manager 3 years ago, many fans did not know what to expect because his coaching experience was only being an assistant to the legendary Pep Guardiola at the Etihad between 2019 and 2019
As a fan of the beautiful game, I’ve been following Arsenal’s recent success under the leadership of Mikel Arteta with a keen eye. Since taking over in 2019, Arteta has helped the team to not only achieve success on the pitch, but also to revolutionize the brand of Arsenal. As a branding professional, I can’t help but notice the impact that strong branding strategies have had on the team’s turnaround. Here are six unbelievable branding lessons we can learn from Arsenal’s transformation under the leadership of Mikel Arteta.
- A strong brand identity is key. I remember watching Arteta’s first video interview as manager where he was laying down his agenda for transforming arsenal I was impressed by how clear he was in his mind about where he wanted to take Arsenal. His dream was to reconnect the club with its fans and bring back smiles to the fans and everyone involved in the club. He reckoned that his Arsenal would have to play football that made people happy. Under Arteta, Arsenal has embraced a new identity, centered around a commitment to developing young talent, hard work, and team unity. The players are happy, the fans even happier and all stakeholders are buzzing with joy. This shift in branding has been reflected in the team’s on-field performance and marketing and communications.
- Consistency is crucial. One of the most impressive aspects of Arsenal’s turnaround has been the team’s ability to consistently deliver strong performances, game after game. The style of play is now understood by the players and fans alike. As fans, we now know what to expect from our team. In branding, consistency is just as important, as it helps to build trust and credibility with your audience. Nowadays, we trust the process because Arteta has been consistent in his messaging and the he manages the team
- Don’t be afraid to take risks. Arteta has implemented a number of bold tactics and strategies, including a focus on youth development and a commitment to playing attacking football. Big players that didn’t fit his philosophy were managed out of the club to ensure that he didn’t have bad potatoes in his bag. In strategic branding, it’s important to take calculated risks in order to stand out and differentiate yourself from the competition.
- Embrace change. Arteta has brought about significant change at Arsenal, both on and off the pitch. Significant signings have been made both in the playing unit and administration unit, structures have been changed within the organization to support the new vision, and training facilities have been upgraded to inspire and support the new vision of Arteta and the club. In branding, it’s important to be open to change and to constantly adapt and evolve in order to stay relevant and competitive.
- The power of storytelling. Arteta has done an excellent job of crafting and communicating a compelling narrative around the team’s turnaround. If you watched the “All or Nothing” documentary you will understand just how compelling a communicator Arteta is. In branding, storytelling is a powerful tool for connecting with your audience and building emotional resonance.
- Collaboration is key. One of the key factors in Arsenal’s success has been the team’s ability to work together and collaborate towards a common goal. In branding, collaboration with key stakeholders and partners is essential for building a strong and cohesive brand.
All in all, Arsenal’s recent success under Mikel Arteta is a testament to the power of strong branding strategies. By focusing on a clear identity, consistency, risk-taking, adaptability, storytelling, and collaboration, any brand can achieve success.
If you’re looking to transform your brand and create a lasting impression, then these lessons from Arsenal’s transformation under Mikel Arteta are invaluable. So, what are you waiting for? Get started on your brand transformation journey and take your business to the next level!
